There are many items that are personalized today, such as mugs and pillows or keychains and picture frames. In the food and beverage space specifically, we see personalization through campaigns like “Share a Coke,” where Coca-Cola featured common first names on bottle labels. But truthfully, personalization is so much more than a name game; it is a broad term brands use when leveraging customer information to provide a customized experience.
In our latest study, “Packaging and the Digital Shopper: Expectations in Health and Beauty,” 62 percent of respondents did not see a value in health, beauty and personal care items personalized with their names. This makes perfect sense in the health and beauty category. Do you as a shopper want to purchase a Kleenex box or tissues that say “John Smith”? However, according to the survey, shoppers did see value for products specifically customized for their skin or body type with personalized instructions and major brands are taking notice of this unmet need.